As part of the soon to be released research paper, I talked through a 10 point checklist on the essential ingredients of a successful Mobile TV service, based on the interviews I have been running with senior media executives over the last few months. I'll spill the beans on this soon - but suffice to say, for the most part it boils down to one very important thing. Ease of use. Which translates roughly to not letting the engineers, lawyers and accountants have free reign when launching new consumer services.